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耐克全球裁员1400人自救 遭投行集体唱衰股价下跌
北京晨报讯(记者 陈琼)经历了销售增长放缓、竞争对手挤压、被资本市场持续看衰的运动品牌巨头耐克开始祭出了裁员等一系列 举措。耐克日前推出了名为“Consumer Direct Offense”的重组计划,该重组计划包括市场和员工整合、缩短产品生产周期和加强数字化等方面,不过资本市场对耐克的“断腕自救”并不大看好,耐克股价随后下跌了3.38%。
按照计划,耐克员工人数将会同比减少2%,裁员人数约为1400人。此外,Nike还会停产25%的运动鞋款式。
耐克此次大刀阔斧推出重组计划被看成是耐克集团自救的重要举措。过去三年这家全球最大的运动品牌被错失了运动休闲风潮的崛起,面临品牌老化、在北美市场销售放缓、被竞争对手阿迪达斯赶超等一系列危机。而在中国市场,耐克则尚未走出“气垫门”阴影。
投资机构则集体加入到唱衰耐克的阵营中来,6月16日耐克股票评级遭到了摩根大通的下调,随后耐克公司的股价下跌了3.38%。美银美林此前也指出,耐克集团目前的高库存、市场份额被阿迪达斯集团抢夺以及关键高端产品销售疲弱。
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